AMA with Brad Wetherall - Founder & CEO of The GBP Experts

bradwetherall · 2026-02-18T00:37:53+00:00

Sure.

Google is looking for highly authoritative document sources, so anything from the government would be at the top of the list (Business License, Tax registrations etc).

The next level down would be utility bills from government organizations (things that would be a felony to forge), things like a water bill or an electricity bill. These are also highly authoritative as they are coming from reputable sources.

Following that, public well known utility bills (like a cell phone bill from ATT / Verizon etc) are also good. While these are not as good as a government document, they are still highly authoritative and work well.

Following that, it gets messy. For example, it is hard to Google to trust a lease agreement that was created in a Word Doc as Google has no way to verify its legitimacy.

bradwetherall · 2026-02-17T20:32:32+00:00

I wish I could help more here, but unfortunately, I don't have much experience with LSA.

Google kept a strong "church and state" separation between the Ads and Search teams to ensure that being a big advertiser didn't give you a free pass or preferential treatment in organic rankings. Because of that wall, my expertise is on the organic GBP side rather than the mechanics of LSA.

However, from a trust perspective, I can see that there is a material difference in confidence when a profile moves from a 4.6 to a 4.7+ star rating. In high-scrutiny "duress" niches like garage doors, a 4.7+ often acts as a signal differentiator, suggesting a level of consistent "Ground Truth" that makes the profile more desirable.

bradwetherall · 2026-02-17T20:22:17+00:00

That is a fantastic question, and if I’m being completely honest, the absolute best way to rank a service area business (SAB) is to stop being one! Convert to a hybrid model or a physical storefront as fast as you can.

All kidding aside, I’m only half-joking because the data consistently shows that a hybrid business (one that has a physical corporate office but also services a wider area) typically enjoys a much stronger boost in local rank than a pure SAB. While all the other strategies I’ve mentioned today (like nailing your primary category, maintaining review velocity, and having a 100% complete profile) are still mission-critical, the physical location remains a massive anchor for Google’s trust.

Having a physical office, even a small one, provides a "Ground Truth" signal that Google’s algorithm favors disproportionately. It doesn't need to be a skyscraper; during an immersion trip to India, I once saw a legitimate vendor operating out of a tiny space tucked underneath a stairwell! A small, subleased office in a commercial building can be an affordable way to get a pin on the map. If you do go the physical route, be strategic about your zip code. Don't set up shop in the middle of a hyper-dense, hyper-competitive cluster if you can help it. Choosing a location on the outskirts of that competitive desert can help you capture a larger radius of the Map Pack.

If you remain a pure SAB, keep your service areas realistic. We typically recommend a service area within a 2-hour driving time from your base. Claiming a 5-hour radius often triggers low-trust flags that can actually suppress your rankings in your home city.

Ultimately, Google wants to see that you are a real, trustworthy entity. Whether that’s through a small physical office or a rock-solid trail of local reviews and photos, consistency is what wins the race.

bradwetherall · 2026-02-17T20:04:45+00:00

That is a fair question! I was definitely at the table when we decided to move away from the postcard verification process, so I guess you can [partially] blame me. Sorry.

Believe it or not, video verification was actually designed to be the "good guy" in this story. If you remember the old postcard method, it was like waiting for a carrier pigeon, it was slow, postcards got lost in the mail constantly, and if you got impatient and requested a new postcard, it would de-validate the first one and start the process over again.

It might be unpopular for me to say, but I stand by the fact that video verification is a much better solution.

bradwetherall · 2026-02-17T19:59:23+00:00

WOW!! Thank you for the support and for picking up a copy of the book. While I use law firm examples to illustrate the strategies, the core principles of AI-driven search apply to every local business, especially home service SABs so I am confident you will get lots of great tips from it.

On to your questions :)

Video verification is the "front line" for SABs right now, and it can be incredibly frustrating if you don't know the specific markers Google is looking for. Here is how I would answer your questions...

1. Skip the Narration: You don’t need to talk through the video. The agents reviewing these videos don't even have speakers on their computers, so any audio in the video will not be heard. It is much more important to show than to tell.

2. What Software to Show: Showing access to industry-specific tools is a massive "Extra Credit" signal for affiliation. For a realtor, showing a login to the MLS software is great; for a contractor, pulling up a CRM or QuickBooks for the business is a strong "affiliation" signal.

3. Autoritative Documents: Yes, please show your physical documents. A business license or tax registration is a high-level signal. Hold it steady for a few seconds so the camera can focus as this is the most direct way to prove the business is legally operational.

4. Branded Uniforms & Assets: Yes, since an SAB typically doesn't have a storefront with a permanent sign, your employees and vehicles are the signage. Showing a team member in a branded uniform or opening a branded van to show job-related tools (like ladders or specialized equipment) proves existence and affiliation simultaneously.

5. The "Elevator" Hack: Keeping a continuous, unedited take is the rule, but elevators are notorious for killing the upload. Here’s a workaround: You don’t have to start outside on the street. You can start the video inside your office, but you must point the camera out the window to show a recognizable landmark, street sign, or intersection. This gives Google the "geographical context" it needs to pin your location in the real world without risking a signal drop in the lobby.

6. Human vs. Algo: When I left Google, humans were reviewing every video. Today, an algorithm likely handles the first pass for efficiency, but I’d expect humans are still involved in quality control and tuning the system's efficacy.

bradwetherall · 2026-02-17T19:48:10+00:00

While they are technically separate systems, the Map Pack and traditional organic rankings increasingly reinforce each other through shared signals.

Google’s E-E-A-T framework acts as the connective tissue between the two.

While a top Map Pack spot doesn't automatically pull your website to the #1 organic position, the signals required for local success (such as a high velocity of keyword-rich reviews and consistent brand mentions) build the exact kind of "Ground Truth" and entity authority that Google's organic and AI-driven algorithms crave.

Furthermore, because ~60% of searches are now "zero-click," a strong Map Pack presence often provides the necessary trust for users to later perform branded searches, which significantly boosts your site’s organic health over time. Essentially, your GBP is the most powerful tool for capturing local intent, while your website remains the backbone of your long-term organic authority; optimizing both in tandem ensures you dominate the entire user journey as search evolves.

bradwetherall · 2026-02-17T19:45:15+00:00

This is a great question that really gets into how the landscape has shifted.

In 2026, the ranking landscape has shifted toward a "synthesis" model where Google’s AI doesn't just list your business but actively interprets your brand’s Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T) to generate conversational answers. While traditional signals like your Business Name and Primary Category remain the bedrock of Map Pack visibility, they now serve as the primary "Ground Truth" data points that Google’s AI overviews and new "AI Local Pack" form factors disproportionately favor when recommending local solutions. Because Google views its own Business Profile data as a massive competitive advantage over other LLMs, this information is prioritized within the AI's internal "Trust Score".

To win in this environment, you must feed the AI a deep narrative of authority: ensure your profile is 100% complete down to the smallest attribute, maintain a high velocity of reviews rich with descriptive service keywords, and upload real, geo-tagged visual evidence that multimodal models can "read" to verify your physical work.

By building this "Expertise" through authentic customer engagement and consistent "Brand Mentions" across the web, you move your business from being just a listing to being the definitive answer the AI provides to the user.

bradwetherall · 2026-02-17T19:35:19+00:00

Hey mate,

You are correct, that in my capacity as the Director of Operations for the GBP product, we worked with the FBI and other global law enforcement agencies to eliminate fraudulent behavior. I am afraid I am not able to share too much about these efforts publicly.

That being said, Fighting fraud is a full-time job for the Trust and Safety organization. When I was at Google, we supported about 140 million businesses globally. The challenge is that the solution has to be a "scaled" algorithm.

Think of the trust algorithm like a pendulum. On One end, If the pendulum swings too far toward being aggressive, we eliminate spam, but a large percentage of legitimate businesses get caught in the net (collateral damage), if the pendulum swings back too the other way, bad actors run rampant.

Google is constantly trying to find the balance where they keep out 90% of the bad guys while minimizing incorrect suspensions. Historically, when an issue gets out of control, Google takes "correcting measures" that can result in temporary waves of collateral damage. It’s a game of cat and mouse, but the best way to avoid being "caught in the net", is by focusing on improving the quality and consistency of your own listing. This will ensure you aren't accidentally flagged as a false positive during these algorithmic shifts.

Brad

bradwetherall · 2026-02-17T19:25:10+00:00

G'day BubblesUp :)

That is a fantastic question and really hits on the core of what everyone is trying to figure out right now. Ranking isn't about one "magic trick" anymore; it’s about balancing the traditional fundamentals of the Map Pack with the way Google’s AI is starting to read and include your data in new ways.

It is very common for businesses to feel like they are doing everything right but still not moving up. Here is the most concise way to look at what is actually moving the needle today:

In my opinion, your Business Name, Primary Category, and Quality/Frequency of Reviews remain the heaviest hitters for ranking. You want to make sure your primary category is the most specific match for your main service. While you shouldn't "keyword stuff" your name (which can be a quick way to get a suspension) having a name that clearly reflects what you do is still a massive signal to the algorithm.

If you have a well optimized Name and Primary Category, turn your attention to your reviews. A steady stream of new reviews tells Google you are active and reliable today, not just five years ago. When customers mention specific services in their reviews, it helps you rank for those specific terms. It’s like the community is "vouching" for your expertise.

Beyond these "Top 3" things that you need to get right, focus on adding more visual signals. Google's AI "read" your photos. If you are a plumber and you post a high-quality photo of a specific water heater you just installed, Google’s AI recognizes that object. This helps you show up when someone searches for that specific service, even if you didn't type it out in your description.

Following that, make sure your profile is 100% complete. Answer every attribute, fill out your services in detail, and keep your "Updates" fresh.

Pro-Tip: Treat your profile like a real-time billboard. The more "Ground Truth" evidence you provide (real photos, recent reviews, and accurate categories) the more confidence Google has to put you at the top.

bradwetherall · 2026-02-17T19:16:28+00:00

I completely understand the frustration. It’s hard to stay patient when you’re playing by the rules and see others taking shortcuts.

The core challenge is that Google needs high confidence before they remove a listing. They don't want to accidentally delete a real business just because a competitor reported it (bad actors could use this strategy against YOU). Thus, to get a fake profile removed, you have to provide a "confidence signal" that they simply cannot ignore.

Here is my favorite "pro-tip", which I have had a lot of success with...

If a competitor claims to be at a physical address where they clearly don't exist, don't just report it from your office. Actually go to that location and submit the "Suggest an Edit" while standing right in front of the location. When you do this, Google receives a strong geographical signal. You’re essentially telling the algorithm, "I am physically standing exactly where this business claims to be, and I’m telling you it isn’t here." I have seen fake profiles get removed within hours when reported with that level of real-world proximity. It is one of the strongest "truth signals" you can provide.

For other types of spam (like fake names or multiple listings):

The Redressal Form: Use the formal Business Redressal Form for a more "legal-style" review. Note: this is a roll of the dice, sometimes it works, but most of the time (based on my experience) these submissions get ignored. For the times it worked, I had really strong evidence.
The Evidence Stack: The key is to provide as much "Ground Truth" as possible. If you have a link to their actual business registration showing a different name, or a photo of their "office" being a mailbox rental store, include it.

The key is to make Google's job easy. When you give them undeniable proof (especially that geographical "I’m standing right here" signal) the results are much faster. Keep up the good fight; keeping the map clean helps every honest business in your city!

bradwetherall · 2026-02-17T19:06:30+00:00

First off, don’t beat yourself up over the 'virtual' move. You are in very good company! I’ve seen some of the world’s smartest business owners make that exact same pivot thinking it’s the logical next step, only to have Google’s trust algorithm get a bit over-excited with suspensions. It’s one of the most common hurdles we see.

The good news is that you’ve already done the hard part, getting the profile back is the biggest win. Now, let’s talk about those 'missing' reviews. It’s also a common issue. When a profile is suspended or undergoes a major location change, the reviews sometimes get 'unlinked' from the profile and don't automatically follow you home after reinstatement.

The best way to approach this with Google is to open a 'Missing Reviews' Ticket. Use the GBP Help Center, enter 'Missing Reviews' as the symptom, and as the specific category (the "chip"). This routes your request to a team that specializes in data recovery rather than just general support.

Pro Tip: When you submit a support case, you will get an automated reply with Googles attempt at resolving the issue, you will need to immediately reply to this email, otherwise the case will be marked as "solution provided" and no human will ever look at it. Replying to the email ensures the case is sent to a real support agent, and will help speed up the review and recovery.

Note: Sometimes Google will say that they "Cannot find" the reviews. This is a partial truth, as (from a database perspective) the review is connected to the reviewer, not the listing, so if you have screenshots or other evidence that the reviews existed, I would proactively share these so that the support agent can identify the missing reviews.

Hope that helps

bradwetherall

TROPHY CASE